Team effort ensures smooth running event
The 2023 TCS London Marathon returned to its traditional spring slot for the first time since 2019 and we had a big presence at one of the UK’s showpiece events.
Members of our brands team were on hand to support our client, Lucozade Sport, across the 26.2-mile course. As part of their longstanding partnership with the London Marathon, now in its 23rd year, we delivered at six key locations along the course to ensure the runners were kept hydrated with Lucozade Sport and Lucozade Sport Dual-Fuel Energy Gels. In addition, we helped Lucozade take over Mile 23 with the Lucozade Sport Cheer Zone – a lively hub for friends and family to cheer on our 50 Team Lucozade runners who were part of the record number of 48,000 participants.
As extra motivation, we even brought along international Rugby players Marcus Smith (Lucozade Sport Ambassador) and Courtney Lawes to surprise runners and inspire them to push on for the final stretch.
In true collaborative fashion, the Lucozade activation space at Mile 23 was built by our Live team, who also designed and installed another experiential pop-up for Flora at the Cutty Sark.
Tasked with creating a brand-new space which promoted Flora Plant Butter, months of creative and logistical preparation resulted in a replica block of Flora Plant Butter being built next to the historic ship.
The idea captured the essence of the marathon through a treadmill activity which saw participants walk or run 200m to cover the total distance of the marathon (42.2km). For every 200m covered, Flora donated £25 to One Tree Planted, a non-profit organization dedicated to global reforestation.
After their physical pursuit, members of the public were encouraged to have their ‘Marathon Moment’ in the form of a finish line photo. The iconic Victoria Memorial and Buckingham Palace provided the perfect backdrop for the public to pose and share photos on Instagram. The team also collectively handed out 1800 branded ponchos and despite the wet weather, nothing could dampen electric spirit of the marathon goers.
Alongside that, the Live team delivered functional way-finding signage in Blackheath and at The Mall, ensuring a smooth journey at the start and finish for the running pack.
Over 100 people were involved on event day, bringing the entire route to life and overcoming logistical challenges to install 33km of barrier branding, road carpets at Rainbow Row – a part of the course that champions the LGBTQIA+ community, and added branding for Lucozade at Cutty Sark, a spectator favourite.
The 2023 edition saw two course records in the men’s race, a, spectacular finish to the women’s races and an emotional farewell to Sir Mo Farah.
